Anthro-Vision: How Anthropology Can Explain Business and Life (Hardback)Gillian Tett (author)
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Financial Times journalist and academic Gillian Tett applies anthropological methods to the corporate world, demonstrating the key role that an understanding of human behaviour plays in solving some of the most pressing global challenges.
As heard on BBC Radio 4's Start the Week
A revelatory model that explains how we buy, sell, work and live.
For over a century, anthropologists have immersed themselves in unfamiliar cultures, uncovering the hidden rituals that govern how people act. Now, a new generation of anthropologists are using these methods in a different context - to illuminate the behaviour of consumers and businesses at home.
In Anthro-Vision, Gillian Tett - bestselling author, Financial Times journalist, and anthropology PhD - reveals how anthropology can make sense of people's behaviour, in business and beyond. She outlines how anthropology helps explain consumer habits - revealing the 'webs of meaning' that underpin how we shop, and unpicking the subtle cultural shifts driving the rise of green investment. She explores how anthropology can shed light on the workplace, identifying the hidden tribes within the office, and pinpointing which rituals are binding together a team. And she shows how we can all use anthropology in our own lives, too: helping us make better decisions, navigate risk - even work out what our peers are really thinking.
Along the way, Tett draws on stories from Tajik villages and Amazon warehouses, Japanese classrooms and Wall Street trading floors, all to reveal the power of anthropology in action.
The result is a wholly new way to make sense of human behaviour. In a short-sighted world, we can all learn to see clearly - using the power of Anthro-Vision.
Number of pages: 304
Weight: 511 g
Dimensions: 250 x 165 x 30 mm
'A book that will turn your world upside down in the best possible way: fun, profound and bursting with important insights.' - Tim Harford
'A fascinating and compelling demonstration that all of us, especially economists, can benefit from the insights of anthropology: the worm's-eye, not just the bird's-eye, view of how people behave.' - Mervyn King
'Drawing on a wide breadth of case studies, Gillian Tett explains that whether you're marketing Kit-Kats in Japan or fighting the spread of COVID-19 in England, you need a more qualitative understanding of who people are and what they care about. Anyone working to rebuild a more equal world will benefit from Tett's well-argued case that to solve twenty-first-century problems, we must expand our fields of vision and fill in old blind spots with new empathy.' - Melinda Gates
'Absolutely brilliant ... Very compelling examples.' - Daniel Kahneman
'From a Tajik valley to Silicon valley, Anthro-Vision takes us on an enthralling and deeply insightful journey. Tett shows us how the discipline and tools of anthropology helped her see the world more clearly. Full of rich insights and examples - I couldn't put it down.' - David Halpern
'In a world of volatility, uncertainty, complexity, and ambiguity, we need an antidote to tunnel vision, argues Gillian Tett. That antidote is Anthro-Vision - applying the techniques of anthropology she learned as a young scholar in Cambridge and Tajikistan ... Admirers of her journalism will love this book, but they will also learn a great deal from it - including how better to understand their own familiar yet strange tribe.' - Niall Ferguson
'Looking at the world like an anthropologist has long given Gillian Tett the edge over the rest of us as a journalist and thinker. With this book she generously shares her secret recipe - and explains why we may all need Anthro-Vision to see a way through some of today's most pressing global challenges.' - Stephanie Flanders, Senior Executive Editor for Economics, Bloomberg
'Tett provides readers with a new intellectual framework - grounded in her deep understanding of anthropology and her path-breaking journalism - that can fundamentally transform how we approach solving society's most wicked problems, from climate change to pandemics to political polarisation. I cannot recommend it highly enough.' - Mariana Mazzucato
'A plea to those of us who may be unfamiliar with Tett's academic discipline to think more like an anthropologist. I think she's right ... Tett's book may be anthropological, but it also embraces a style of accessible economic writing that, sadly, went out of fashion as the mathematicians and their models took over. Anthro-Vision reminds me of John Kenneth Galbraith's The Affluent Society (1958) and The New Industrial State (1967). Some economists may regard this as a criticism. I can think of no higher praise.' - The Times
'A good read, as one might expect from a Financial Times journalist ... Many of the cases studies are entertaining and instructive ... This book is a reminder that culture and context really do matter and cannot be ignored when trying to understand and change organisational behaviour.' - Adrian Furnham, Professor of Psychology, UCL, Literary Review
'In this superb book, Gillian Tett - Editor-at-Large at the Financial Times - applies the lessons of her doctorate in anthropology to the world of business and, more generally, to social behaviour and trends ... There are many reasons to read Anthro-Vision, but the most compelling is its liberation of [its] analysis from the often phoney and banal punch-ups of today's culture wars.' - Matthew D'Ancona, Tortoise
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